The eau de parfum is a mix of peach and freesia top notes, a base of roasted cocoa and a heart of osmanthus, a flower likened to apricot and peach. Guillaume Tardy, the global director of Hugo Boss fragrances, P&G Prestige at Procter & Gamble said the fragrance is meant to smell “luxurious” and “seductive.”
Tardy noted that the Hugo Boss brand, known for its prowess in the men’s wear arena, is banking on the launch of Boss the Scent For Her as its first “sustainable success” in the female fragrance market. The new scent is poised as ammunition to bring global attention to the brand’s newer women’s wear line, launched in 2001, and now headed up by creative director Jason Wu.
“[Women’s wear] was seen as a bit of an appendix [to] the men’s wear side [in the past], but since Jason arrived it has been given a completely different spin, said Gerd von Podewils, the senior vice president of global communication at Hugo Boss. “We want to address women with one consistent message…it’s important for us to create a connection on what we’re doing on the fashion side [with] the fragrance side, because everything we’re doing ties together.”
The new launch comes on the heels of Boss The Scent, a men’s fragrance introduced last year.
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“Historically our business in other parts of the world has been more successful outside the U.S., but [Boss] The Scent has been a great opportunity — probably the most successful launch we’ve had in the U.S. in the past 10 years or more,” said Tardy.“[Boss] was born on the male side. Therefore for us it has a huge significance to come out with something as precious, as luxurious and also as awaited as a female counterpart to Boss the Scent.”
Boss The Scent For Her will launch first at travel retail and in the Middle East in June — Boss The Scent was successful in the region — and will continue its global rollout over the summer. It will enter all Hugo Boss doors and online in the U.S. in August.
In the U.S., retail pricing will be $80 for 50 ml. and $100 for 100 ml. A 30-ml. bottle will be available in markets outside the U.S. and at travel retail. Industry sources estimate it will earn $150 million to $180 million dollars globally at retail in its first year on the market.
Wu played a hand in designing the bottle, which is topped off by a cap inspired by the iconic Boss cuff link. He also assisted in the creative direction of the ad campaign, which will in August launch with television spots starring model Anna Ewers and actor Theo James, both of whom Wu chose for the roles. The campaign, filmed by Darren Aronofsky, was shot in a top floor of the Freedom Tower in New York City. Wu was on set to provide creative direction.
“The women’s side has [previously] been much more derivative of the men’s world, and over the last five seasons she’s really evolved to be much more feminine, and you can see that in the clothes, in the show presentations and in this fragrance, where Anna Ewers feels very much the embodiment of what the Boss woman is about — very feminine, but still a very powerful person,” said Wu. “I wanted to cast people that feel really modern and young, but still carry the same sophistication — [a mix of] masculinity, femininity — that is important to the brand. There is that feeling of ‘next generation.’”